Using emotion to drive ticket sales

Brief

Discover how a multi-channel approach combining TV, Out-of-Home (OOH) and digital platforms transformed visitor engagement for the Caravan, Camping and Motorhome Show, overcoming stagnation with a fresh, emotionally driven campaign.

Challenge

The National Caravan Council told us their visitor numbers for the Caravan, Camping and Motorhome Show had been consistent for years. The previous advertising was very short-term activation in its approach with stitched together footage from manufacturers. After some research of their own, they were looking for a fresh approach.

Solution

Binet, Field and Wood have analysed 18 years of IPA data to determine what drives long-term growth. They demonstrated that emotive advertising is much stronger at brand building while also having an impact on short-term results. With visitor numbers stagnant, this could help build the brand over the coming years.

Our research showed that staycations and eco-tourism were on the rise and helped us define audience profiles for the show. We pitched campaign creative that really honed in on the emotion of getting outdoors, positioning the Caravan, Camping and Motorhome Show as the perfect place to start.